Japanese fashion designer Kenzo Takada recently collaborated with beauty company Avon, and launched Avon Life, fragrances for both men and women. The new fragrance line, under which ‘Vibrant Floral Watery’ and ‘Woody Fresh’ were launched, is built around the promise to ‘live life beautifully’. In an email interaction with Shweta Sharma, he talks about the collaboration, and how scents reflect and add to a person’s identity. Excerpts:
How did the collaboration happen?
I wanted to work on a fragrance brand for some time now. I love taking on new challenges; it is something that keeps me young and busy. We got introduced through the perfumer house, Firmenich. I knew Avon, and we immediately realised that we had the same ambitions. It has been a fantastic experience working with them.
What is the fragrance line all about?
We worked on a process to make a fragrance for both women and men. We applied all luxury codes to make the fragrances affordable and full of positivity. I wanted to find the specific sensation of feeling great when you spray the fragrance on yourself with Life. I am very proud of the end result.
On what basis did you decide floral for women, and woody for men?
Well, it was a different project than the ones I have worked on in the past. Avon gave me all the tools to make a great product that can be democratic. I usually work with floral and wooden scents, but try to maintain a certain fresh aspect. It is important to not make it too overwhelming. We worked with great noses to find coherent scents.
The packaging, the bottle, and scent are also very coherent. Overall the project was quite personal, as we used my family’s crest symbol for the women’s cap and men bottom. It brings that certain light you find in crystals.
How do the fragrances reflect your aesthetics and sensibilities as a designer?
When you create, you always use your sentiments and memories. The project really mattered to me, and I participated in every aspect of the development. So the end result is my reflection that went into making the fragrance both classic, and with a touch of modernity.
Can perfumes add to ones persona?
Yes, it can. But I also respect people wearing no fragrances, which is quite common in Japan. It is definitely a culture tool, but scents reflect a certain identity, or at least it adds to that.
What things do you keep in mind while creating a fragrance?
To bring in a touch of happiness; I guess this is what matters the most to me. I want to push for positivity in this world.
Published 21 November 2016, 14:43 IST